NY 11-18-02-10
February 2010
London based studio Campaign are pleased to announce their collaboration with luxury men’s brand dunhill on NY11-18-02-10. dunhill commissioned Campaign to realize their vision for a temporary installation during New York Fashion Week, a vision that challenged whether it is possible to move the grandeur of the brand home in London to NYC momentarily.
Taking up residence in one of the last remaining archetypal disused warehouse spaces in the Meatpacking district of the city for one week, NY 11-18-02-10 recreates Bourdon House, the home of Alfred Dunhill in London, offering a rare opportunity to experience the unique atmosphere of this extraordinary Georgian London House.
The installation recreates an ethereal facade of Bourdon House with 22 separate 3m x 1.5m and 2mm thin laser cut white powder coated aluminum panels. The panels are suspended from the ceiling using unistruts to hover dramatically over a black rubber floor. A lifesize vinyl of the Bourdon House exterior and its Mayfair environs completes the streetscape. The drama and theatricality of the space are further heightened through the use of photographic lights in an arrangement designed in collaboration with New York Photographer Frank Oudeman.
Beyond the small and self-contained lobby entrance, the three distinct spaces of Bourdon House, the Archive and the Garden are contained within a vast 600sqm interior.
Reminiscent of a Georgian interior temporarily hosting dunhill’s Autumn/Winter 2010 collection, this space will display 30 key looks on bespoke made easels and frames complimented by antique brass clothes rails. The mirror above the fireplace provides a frame to project a film of the latest dunhill Paris presentation. Selected pieces from the Alfred Dunhill museum can be admired alongside a limited edition range of products that can be bought.
A modern interpretation of an English garden in the space can also be discovered. Channeling the essence of a memorial garden, visitors can – through the magic of projection - enjoy the sights and sounds of London’s buzzing Mayfair while sitting on ‘park’ benches, each bearing the engraved plaque ‘Alfred Dunhill – 1872 – 1959 – he would have loved this place’.
11 – 18 February 2010
410 West 13th Street, New York, NY
Press enquiries and image requests: Rumina Haji
Publicist, Claire Curtice Ltd
+44 (0) 20 7613 1442
rumina@clairecurtice.co.uk
Campaign headed up an article on Guerilla Marketing in this weeks design week, the issue is out now or view via website.
http://www.designweek.co.uk/pop-up-perps/3004069.article
article below.
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Guerrilla marketing goes mainstream as global brands muscle into the pop-up store sector under the guise of roughing it for the recession. Anna Bates looks at two of the contenders - and a separate move to get back to retail basics
‘Everyone finds it enjoyable. It’s characterful - the high street starts to feel like a large market,’ says Philip Handford of London group Campaign, which designed Dr Martens’ recently opened pop-up shop.
This high-street ‘market spirit’ has taken off in London. Even young creatives are getting opportunities - Camden Council and Camden Town Unlimited handed over vacant shops to young artists, fashion graduates and creatives this summer, to keep the high street alive.
But it is brands that have really latched on to the idea. The past few months have seen pop-ups from Gap, Fred Perry, Terra Plana, Uniqlo and Nike. The pop-up concept - which started with discount retailers, before inspiring Comme des Garcons and a host of upper crust fashion houses and restaurants - has now reached the high street.
Design and marketing consultancy Fresh has received many requests from brands for this type of retailing. While we might hope to see more independent entrepreneurs and makers temporarily join the high street, the reality is that vacant shops are soon to become ‘teasers’. ‘High street brands are opening pop-up shops near their rivals - like a little irritant,’ says Louis Philo of Fresh. Because renting this space is comparatively cheap, the pop-up shop has now become the ‘equivalent of getting a billboard in a good space’, he says.
Dr Martens is using the pop-up concept to expand - making the most of the cheap rent available right now. The shop is as much about achieving an aesthetic - a new sobriety, using locally sourced materials and resources - to create an experience that mirrors people’s change in attitude to retailing. ‘People don’t want anything ostentatious. They might think “You’re doing all right. We’re not”,’ says Philo.
Dr Martens isn’t the only retailer roughing it for the recession. Starbucks is also going back to basics, using locally sourced materials, in its new coffee house in Seattle. Interestingly, though, its name is missing.
With bigger brands increasingly scooping up the vacant spaces, many younger entrepreneurs will again be priced out of the market. This is a pity, as there’s no shortage of talent wanting to set up shop.
DR MARTENS
Dr Martens has decided to expand and open its second store in London - it has splashed out, to give the impression that it hasn’t.
It was designed by London design group Campaign, and nearly all of the materials, furnishings and fittings in the pop-up which remained for one month in Old Spitalfields Market are locally sourced from scrap yards, Brick Lane and wholesalers.
‘Dr Martens are worn by warehouse owners,’ says Philip Handford, creative director of Campaign. ‘We wanted to go back to the basics of this industrial footwear. The space is like the warehouse - we used off-the-shelf wall studs to give it this look.’
The entrance is through the stock room. ‘It looks a bit like an abattoir,’ says Louis Philo of branding company Fresh, which got Campaign involved. Space is divided with long strips of PVC, which, by chance, the designers found in the brand’s trademark yellow. Pallet wood is the raw material, used to make the most of the furnishings, and all the furniture is shrink-wrapped and stencilled with branding.
Expanding now is worth the risk for Dr Martens. ‘The company does well in times of recession,’ says Philo. ‘People turn to well-made, utilitarian design.’ And although money was spent, Handford says, ‘The shop cost loads less than we are used to spending on a store.’
please check out Design Week for full article
